APRIL 22, 2009 • Sweden’s SimBin Studio’s PC racer, Volvo: The Game, is slated for a free downloadable release at the end of May. The sponsored title allows players to race Volvo’s new S60 concept car, plus five other vehicles, on two racing tracks. Volvo: The Game is available in English, German, French, Italian and Spanish.

Impact: With the global distress in automobile sales, it’s reassuring to see not all carmakers have pulled back from their sponsored games. Compared to other advertising options, games can help keep brands alive in car consumers for a fraction of the cost of traditional media.